报表分析总部-运营ddmp9月29日

一汽-大众大众品牌“众里寻车”平台周报FAW-VWVWBrandDDMPWeeklyReport部门Division一汽-大众市场推广部版本号Version01更新日期Date2014-10-9本周概要流量概述线索量概述推广经销商站点内容管理优化改进情况本周（9.29-10.5）DDMP总浏览量为200679，同比上周下降53.3%；本周（9.29-10.5）DDMP总访问数为81681，同比上周下降62.8%；本周（9.29-10.5）DDMP各站点平均跳出率为66.1%，同比上周下降1.8%

。本周（9.29-10.5）DDMP推广经销商共获得销售线索116025条，同比上周下降0.3%；到店量为189，同比上周下降70.5%；成交量为502，同比上周下降0.4%。按照不同渠道来源划分如下：DDMP总站、城市站和经销商站来源线索量共206条，同比上周下降15.2%，到店量为0，成交量为1；垂直媒体来源线索为115677条，同比上周下降3.4%，到店量为185，成交量为500；其他来源线索（如官网、微信、展厅等）为142条，同比上周上升149.1%，到店量为4，成交量为1。本周（9.29-10.5）推广经销商对DDMP后台进行网站内容管理情况总体平稳，共发布软文473篇，回复在线答疑512个，文章点赞257次，更新焦点图21次，更新车型报价促销信息40次。针对推广经销商对DDMP的问题及建议，明确了解决方案与时间规划；截止10月5日，垂直媒体对接类问题完成度67%，销售线索模块问题完成度91%，内容管理、前台展现等其他问题完成度82%。TrafficSummaryPilotDealerContentManagementPVtotal200679,decrease53.3%.UVtotal81681,decrease62.8%.Averagebouncerate66.1%,decrease1.8%.SalesleadsfrompilotsdealerDDMPtotal116025,decrease0.3%;storevisittotal189,decrease70.5%;turnovertotal502,decrease0.4%;.Detaildatafromdifferentdistributionchannel:SalesleadsfromDDMPHQ,Regionanddealersitetotal206,decrease15.2%,visittotal0andturnover1.Salesleadsfromverticalmediatotal115677,decrease3.4%，visittotal185,turnovertotal500.SalesleadsfromotherchannelslikeofficialwebsiteandWeChatandshowroomstotal142,

increase149.1%,visittotal4andturnover1.Pilotdealers’performanceonDDMPcontentmanagementarerelativelystablethisweek,advertorialpublishingtotal473,Q&Atotal512,thumb-up257,focuspicturetotal21,promotionsentenceupdatetotal40.UntilOctober5th,verticalmediaintegrationproblemshasbeensolved67%,salesleadsproblemssolved91%,otherproblemslikecontentmanagementandfront-endsolved82%.SalesLeadsSummaryImprovementWeeklySummaryDDMP站点流量报告DDMPTrafficReport推广经销商线索量报告DDMPSalesLeadsReport12运营体系建设DDMP站点管理及维护情况DDMPManagement13DDMP功能及页面优化情况DDMPImprovement14本周概要注明Notice:1.流量数据来源于Sitecore后台，线索量数据来源于DDMP系统后台。TrafficdataisfromSitecore,SalesleadsdatafromDDMP.2.所有线索统计数据基于247家已上线推广经销商，非推广经销商的线索数据不在统计之列。Alldataisonlyabout247pilotdealers.目录Content总站-本周流量统计

HQ

OverallTraffic

本周（9.29-10.5）DDMP总站浏览量为61571，同比上周下降38.2%；访问数为17941，同比上周下降46.1%；平均跳出率为66.1%，较上周下降1.8%。Thisweek(9.29-10.5),DDMPPVtotal61571,decrease38.2%;UVtotal17941,decrease46.1%;Bouncerate66.1%,decrease1.8%.总站流量按周统计HQOverallTraffic1.1本周（9.29-10.5）DDMP总站浏览量和访问数的峰值出现在9月29日，浏览量为19921，访问数为6157。跳出率最低出现在9月30日，为55.5%。Thepeakofthetrafficis19921on29thSept.,Visittotal6157.Thelowestbouncerateis55.5%in30thsept..总站流量按天统计HQTrafficPerformance总站-本周流量统计

HQ

TrafficDetail

1.1本周（9.29-10.5）总站的流量主要来源于外部链接，占总流量的41.9%。AmongHQoveralltraffic,referralPVtakes41.9%whichisthehighestpart.本周外部链接的增多，主要来自于官网的活动投放。Thisweekthereferrallinkincreased,mainlyfromtheofficialwebsitecampaignlaunching.

来源Resources平均跳出率Averagebouncerate平均停留时长Averagetimespend外部链接Referral69.4%0:02:18站内链接Inside37.2%0:01:11搜索引擎OrganicSearch77.1%0:02:16直接访问Direct65.3%0:02:36本周总站流量来源分析TrafficResources本周总站流量来源统计TrafficResources本周（9.29-10.5）总站的站内链接平均跳出率最低，为37.2%。AveragebouncerateofHQreferralPVtakes37.2%whichisthelowest.直接访问的流量平均停留时间最长。ThelongestaveragetimespendisdirectPV.总站-本周流量来源统计

HQOverallTrafficResources1.1373386249695本周（9.29-10.5）城市站总浏览量为116830，访问数为53131。Thisweek(9.29-10.5),allcitysitesPVtotal116830.UVtotal53131.RSD2的城市站总流量最多，主要由于在易车网、爱卡汽车等垂直媒体做了大规模的投放。RSD2getsthehighesttrafficbecauseitpublishesURLonBitauto,Xcarandetc..流量排名PVrank城市站Citysite浏览量PV访问数UV第一名北京站5033115280第二名石家庄站2212013800第三名天津站161277299RSD2城市站流量排名TheRankofCitySiteinRSD2RSD2城市站流量来源TheResourcesofCitySiteinRSD2各区域城市站总流量统计RegionPVOverall城市站-本周流量统计

RegionOverallTraffic1.2所属区域Region城市站CitySite浏览量PV访问数UVRSD1长春站1092674RSD2北京站5033115280RSD3菏泽站11158RSD4上海站232137RSD5广州站14780RSD6成都站18896所属区域Region城市站CitySite浏览量PV访问数UVRSD2北京站5033115280RSD2石家庄站2212013800RSD2天津站161277299RSD2太原站97735705RSD2唐山站48223036各区域城市站流量第一名

Top1CitySiteofweek全国各城市站点前五名Top5CitySitesofAll城市站-本周流量统计WeeklyRegionTrafficDetailSummary1.2本周（9.29-10.5）六个区域流量排名第一的城市站差距较大。

Thereisalargegapwithtop1citysitesfromsixregions.RSD2的北京站流量全网第一，为50331。AmongthemBeijingsiteget50331whichisthehighestPV.本周（

9.29-10.5

）全国推广经销商流量排名前五的城市站均来自RSD2。

ThePVofthetopfivecitysitesareshownintheright.Amongthetopfivecitysites,RSD2takesallpositions.本周（9.29-10.5）经销商站点总浏览量为22278，较上周上升29.8%；访问总数10609，较上周下降15.9%。DealersitesPVtotal22278

,increase29.8%,UVtotal10609,decrease15.9%.所属区域Region经销商名称Dealer浏览量PV访问数UVRSD1赤峰凯富达271129RSD2北京庆洋703535RSD3许昌恒业24158RSD4上海永达211138RSD5广西鑫广达83261161RSD6四川精典20952各区域经销商站流量统计DealerSitesTrafficOverall各区域经销商站流量第一名Top1DealerSitesofWeek经销商站-本周流量统计

DealerSitesTrafficSummary1.3本周广西鑫广达流量最高，其中99%的流量来源于该经销商在论坛软文的投放。本周（9.29-10.5）总站首页导航中“城市站入口”点击量最高。TopClick:CitySiteEntrance唯一身份浏览量UniquePV：4086DDMP总站首页HQHomePage注：红框内所有百分比显示均为click点击数的所占百分比数Notice:Rednumbermeansclickpercentage.焦点图FocusPicture总点击数Clicktotal百分比Percentage捷达视频JettaVideo391.82%CBA351.63%CC261.21%宝来Bora200.93%迈腾Magotan150.70%本周总站焦点图点击数量FocusPictureClick0.33%0.00%0.23%0.09%0.09%0.23%0.00%0.09%0.19%0.00%15.93%0.42%0.70%6.33%1.26%4.66%5.17%6.05%5.50%0.00%0.47%0.23%0.23%0.09%0.23%0.09%0.09%0.00%0.47%0.09%0.09%5.68%11.97%1.30%总站-首页点击量统计

HQ-HomePageClick1.4总浏览量PVtotal：6090唯一身份浏览量UniquePV：4834平均停留时间AverageTimeSpent：41s平均跳出率AverageBounceRate：46%本周（9.29-10.5）总站首页的媒体声音中，位置标为2的软文点击量最高；下部四个导航栏，车型总览点击量最高。AmongHQmediavoice,place2getsthehighestclick.Inthenavigationbar,modelsoverallgetsthehighestclick.DDMP总站首页HQHomePage注：红框内所有百分比显示均为click点击数的所占百分比数Notice:Rednumbermeansclickpercentage.软文位置Place总点击数Click百分比Percentage1472.19%21125.22%3653.03%4683.17%本周总站首页媒体声音软文点击数量ClickofHQMediaVoiceAdvertorial总站-首页点击量统计

HQ-HomePageClick1.412340.98%0.42%1.96%2.28%3.45%1.12%1.58%11.78%Total2.65%Total1.49%0.19%0.56%0.33%0.00%0.09%0.19%0.09%0.09%0.00%0.00%0.33%0.33%1.02%Total0.00%0.23%0.23%0.00%0.46%Total总浏览量PVtotal：6090唯一身份浏览量UniquePV：4834平均停留时间AverageTimeSpent：41s平均跳出率AverageBounceRate：46%本周（9.29-10.5）在所有车型页中，全新高尔夫车型页的浏览量和点击数最高，其中“报价索取”点击量最高。Amongallmodelpages,NewGolfgetthehighestclick.InNewGolfpage,QuoteSearchingbuttongetthehighestclick.全新高尔夫NewGolf车型Models占比Percentage全新高尔夫1.6L手动时尚型23.85%全新高尔夫1.6L自动舒适型8.46%全新高尔夫1.6L自动时尚型6.15%点击前三的全新高尔夫车型Top3Modelsofclick总浏览量PVtotal：620唯一身份浏览量UniquePV：517平均停留时间AverageTimeSpent：1m33s平均跳出率AverageBounceRate：40%总站-车型页点击量统计

HQ-ModelPageClick1.4总点击量ClickTotal：16520.00%2.31%17.69%6.15%Total53.85%各车型页点击总数ModelPagesclicktotal车型页名称Pages总点击数Click全新高尔夫NewGolf165速腾Sagitar138捷达Jetta131迈腾Magotan99CC77宝来Bora74GTI2本周（9.29-10.5）在所有留资入口中点击量最高的是报价索取。Incustomerinformationpage,QuoteSearchinggetsthehighestclick.留资表单CustomerInformationPage总站-留资页点击量统计HQ-CustomerInformationPageClick1.4各留资表单提交按钮点击数量Signupclickofcustomerinformation留资入口Button总点击数Click百分比Percentage产品手册索取Productmanualrequest21.16%经销商查询-查看报价Searchdealer-Viewquotation2514.53%经销商查询-预约试驾Searchdealer-Appointmentatestdrive00.00%预约试驾Appointmentatestdrive3520.35%报价索取Claimprice10058.14%在线订车Onlinebooking105.81%二手车置换Usedcarreplacement00.00%金融服务-在线申请Financial

services-onlineapplication00.00%1.16%14.53%0.00%20.35%58.14%5.81%0.00%0.00%本周（9.29-10.5）以流量最高的北京站点为例分析城市站点的点击量，首页的“市场活动”的点击量最高。Amongallcitysites,Beijinggetsthehighesttraffic.Andinitshomepage,Activitygetsthehighestclick.唯一身份浏览量UniquePV：4086北京站首页BeijingSiteHomePage焦点图Focuspicture点击数Clicks百分比Percentage焦点图1Banner100.0%焦点图2Banner200.00%焦点图3Banner300.00%焦点图4Banner400.00%本周北京站焦点图点击数量FocusPictureClicksofBeijingSite城市站-首页点击量统计

CitySite-HomePageClick1.50.00%0.00%0.04%0.00%0.12%0.02%0.12%0.04%0.00%4.83%0.00%4.93%4.72%0.11%0.32%5.34%0.02%0.10%0.09%0.08%0.00%0.00%0.07%0.08%0.00%0.18%0.15%0.15%Total0.62%Total0.47%4.17%0.00%0.00%0.00%0.00%0.02%0.00%总浏览量PVtotal：53668唯一身份浏览量UniquePV：41664平均停留时间AverageTimeSpent：1m4s平均跳出率AverageBounceRate：65%本周（9.29-10.5）北京站的官方活动中，位置标为2的活动点击量最高。AmongcampaignsofBeijingsite,Place2getsthehighestclick.唯一身份浏览量UniquePV：4086北京站首页BeijingSiteHomePage焦点图位置Focuspicture点击数Clicks百分比Percentage100.00%220.02%300.00%400.00%500.00%600.00%本周北京站首页官方活动软文点击数量OfficialcampaignclickofBeijingSite城市站-首页点击量统计

CitySite-HomePageClick1.54.47%0.00%4.94%5.13%28.46%Total4.33%4.55%4.22%4.31%4.23%4.92%4.44%4.55%45.02%Total4.81%4.61%4.08%4.89%5.01%4.88%0.02%0.02%0.16%5.08%Total132564总浏览量PVtotal：53668唯一身份浏览量UniquePV：41664平均停留时间AverageTimeSpent：1m4s平均跳出率AverageBounceRate：65%线索量统计（DDMP推广经销商获得的网络销售线索量）线索量按区域统计线索量按车型统计本周（9.29-10.5）DDMP推广经销商共获得销售线索116025

条，同比上周下降0.3%；

到店量为189，同比上周下降70.5%；

成交量为502，同比上周下降0.4%本周（9.29-10.5）RSD2所有推广经销商收到的线索数量最多，为38554

条

。本周（9.29-10.5）捷达和速腾车型线索量占比较高，共占总线索量的48%。本周（9.29-10.5）汽车之家的线索量最多，占所有媒体线索量的43%；

易车网位居第二，占38%。垂直媒体线索量统计DDMP站点来源线索量统计DDMP站点来源线索量按车型统计本周（9.29-10.5）DDMP站点来源共收到线索206条

，同比上周下降

15.2%。本周（9.29-10.5）DDMP来源线索中，线索量最多的车型为捷达，占全部车型的25%

。线索量概述2SalesLeadsSummary(SalesleadssummationobtainedfromDDMPpilotdealers)RegionDDMPSalesLeadsCollectionDistributionVehiclesSalesLeadsCollectionDistributionThisweek(9.29-10.5),DDMPsalesleadstotal:116025

,decrease0.3%;Visittotal189,decrease70.5%,turnovertotal502,decrease0.4%Thisweekpilotdealersalesleadstop:RSD2,total38554.JettaandSagitarsalesleadstake48%ofallsalesleads.Topverticalmediasalesleads:AutoHome,takes43%ofall.Secondrank:BitAuto,takes38%ofall.VerticalMediaSalesLeadsDistributionDDMPSalesLeadsDistributionVehiclesDDMPsalesleadsDistributionDDMPsalesleadstotal:206,decrease15.2%.

TopvehicleDDMPsalesleads:Jetta,takes25%

ofallsalesleads.SalesLeadsCollectionSummary2本周（9.29-10.5）全国247家推广经销商在DDMP后台共收到116025条线索，同比上周下降0.3%，共到店189条线索，成交502台；其中来源垂直媒体的销售线索占99%。Thisweek(9.29-10.5),DDMPcollectsalesleadstotal:116025,decrease0.3%.Visittotal:189,Turnovertotal:502.KPIDDMP垂直媒体VerticalMedia其他来源线索Others总计Total线索量Leads206115677142116025到店量Visit01854189成交量Turnover1500150224小时跟进率Followuprate17.0%16.4%23.9%16.4%本周推广经销商线索量分析PilotDealerSalesLeadsAnalysis本周推广经销商线索量分布PilotDealerSalesLeadsDistribution推广经销商线索量统计

PilotDealerSalesLeadsSummary2.1本周（9.29-10.5）RSD2所有推广经销商获得线索量总数最多，其中DDMP和垂直媒体来源的线索数均超过其他区域；RSD4推广经销商获得展厅等其他来源的线索量最多。Salesleadstop:RSD2.MostofitssalesleadscollectedfromDDMPandverticalmedia.RSD4getmostsalesleadsfromshowroom.RSD2由于做了投放，收到了较多DDMP留资的线索。RSD2getmoreDDMPleadsasaresultofadvertising.RSD2北京地区经销商收到了较多垂直媒体来源的线索。RSD2Beijingdealersgetmoremedialeads.RSD4宁波元通宝通有较多展厅转入的线索。NingboYuantongbaotongofRSD4gotmuchmoreshowroomleads.其他未选择经销商的垂直媒体线索有342条。Other342leadsbelongtononselecteddealers.本周线索量按区域统计RegionSalesLeadsSummary本周KPI按区域分析RegionKPIAnalysis线索来源ResourcesRSD1RSD2RSD3RSD4RSD5RSD6DDMP217825263521垂直媒体VerticalMedia146433847624684113121343212788其他来源Others004683121总计Total146643855424755114211347912810KPIRSD1RSD2RSD3RSD4RSD5RSD6总计Total到店量Visit0511219557189成交量Turnover1748299229850224小时跟进率

followuprate7.2%9.8%22.7%30.0%15.4%28.4%-推广经销商线索量按区域统计

PilotDealerSalesLeadsSummaryBasedonRegion2.2RSD6四川精典、四川一汽贸和曲靖宝捷等经销商在DDMP后台积极管理销售线索，将到店和成交状态在系统中维护。SichuanJingdian,SichuanYiqimao,QujingBaojieofRSD6positivelymanagedsalesleadsinDDMP,andmaintainitsvisitandturnoverconditioninit.本周（9.29-10.5）推广经销商线索量按车型统计来看，捷达和速腾的车型线索量占比较高，共占总量的48%。Thisweek(9.29-10.5),JettaandSagitarcollect48%ofallsalesleadswhicharethehighesttwotypes.注：其他为未选车型Notice:Othersreferstounselectedmodels捷达线索量来源JettaSalesLeadsResoures速腾线索量来源SagitarSalesLeadsResoures线索量按车型统计SalesLeadsSummaryBasedonModels线索量按车型统计SalesLeadsSummaryBasedonModels2.3本周（9.29-10.5）DDMP站点共产生206条线索，其中总站线索量为121，同比上周下降11.0%，占DDMP来源总线索量的59%；DDMPsalesleadstotal:206,HQsalesleadsis121,decrease11.0%,whichtakes59%ofallresources.本周（9.29-10.5）DDMP城市站线索量为29，同比上周下降32.6%，经销商站线索量为56，同比上周下降12.5%。Citysitessalesleadsis29,decrease32.6%.Dealersitessalesleadsis56,decrease12.5%.各站点线索量整体统计SalesleadsOverallDDMP站点线索量统计

DDMPSalesLeadsSummary2.4本周（9.29-10.5）DDMP站点产生的销售线索按车型统计，线索量最多的车型为捷达。DDMPsalesleadstop:Jetta.DDMP线索量按车型统计DDMPSalesLeadsSummaryBasedonModelsDDMP站点线索量按车型统计

DDMPSalesLeadsSummaryBasedonModels2.5本周（9.29-10.5）汽车之家的线索量处于第一位，占所有媒体线索量的43%；易车网位居第二，占38%。Verticalmediasalesleadstop:Autohome,takes43%ofall.SalesleadsNo.2:BitAuto,takes38%ofall.垂直媒体线索量统计Verticalmediasalesleadssummary垂直媒体线索量统计VerticalMediaSalesLeadsSummary2.6本周（9.29-10.5）来源垂直媒体销售线索管理统计，各垂直媒体到店率较低，平均不到0.3%；Averageverticalmediavisitrateislessthan0.3%.本周（9.29-10.5）各垂直媒体的平均到店成交率为270.3%。其中爱卡汽车的到店成交率最高，为2466.7%。Averageverticalmediaturnoverratethisweekis270.3%.XCAR’sturnoveristhehighest.KPI汽车之家AutoHome易车网BitAuto太平洋汽车Pcauto爱卡汽车XCAR网上车市AutoMarket搜狐汽车SohuAuto线索量Salesleads50009440908007104787102383到店量Visit1055917310到店率Visitrate0.3%0.2%0.3%0%0.2%0%成交量Turnover1331867374430到店成交率Turnoverrate126.7%315.3%429.4%2466.7%400%0%24小时跟进率Followuprate18.2%18.7%23.1%14.4%20.0%19.3%本周各垂直媒体到店和成交情况统计Visit&TurnoverSummary垂直媒体线索量统计VerticalMediaSalesLeadsSummary2.6总站内容维护管理HQSiteContentMaintain1.总站新闻活动软文更新——官方新闻1篇Advertorialupdate--1officialnews.DDMP站点内容维护情况-总站DDMPHQMaintainSituation3.1软文类型Type软文标题Title链接地址URL官方新闻Officialnews2015款CC：领先科技打造越级安全标准2015CC:theleadingscienceandtechnologytobuildsafetystandards

媒体声音列表页MediaVoiceListPage新闻内容页ContentPage本周（9.29-10.5）从经销商站点运营工作情况来看：RSD2的经销商对站点维护情况相对较好。RSD5相较于之前维护情况有所提高。RSD2maintainsituationareoutstanding.RSD5hadimprovedthisweek.从经销商系统功能使用情况来看：软文发布和在线答疑管理使用频率相对较高，焦点图、车型报价促销信息的更新频率有所提升，焦点图更新频次较少。AdvertorialpublishingandQ&Afunctionusedfrequently,focuspicturepromotionsentenceusinghasimproved.经销商内容维护统计Dealers’contentmaintainsummary3.2DDMP站点内容维护情况-经销商站DDMPDealerSiteContentMaintain区域Region焦点图更新FocusPicture软文发布Advertorial在线答疑Q&A文章点赞Thumb-up车型报价促销更新PromotionSentenceRSD173958130RSD27120322331RSD36104411019RSD409713230RSD51301720RSD6083611060本周QQ群中较活跃的经销商有：唐山冀东、北京庆洋惠众、泰州金太阳，问题主要集中在销售线索管理。ActiveQQgroupdealers:TangshanJidong,BeijingQingyanghuizhong,TaizhouJintaiyang.Problemsfocusonsalesleadsmanagement.问题大类Type问题小类Class总数Total状态

Condition已处理Solved待处理Pending待讨论DiscussingBUG前台front-end11销售线索管理Salesleadsmanagement11疑问Questions网站内容管理Contentmanagement11垂直媒体对接Verticalmediaintegration22销售线索管理Salesleadsmanagement22操作Operation销售线索管理Salesleadsmanagement22网站内容管理Contentmanagement11数字资产管理Digitalassetmanagement11新需求Newrequirements其他Others11本周经销商QQ群问题统计WeeklyProblemsofdealersQQgroup本周经销商QQ群问题统计

QQgroupWeeklyProblemsAnalysis3.3